Abstract

Television is one kind of mass media that is very familiar with Indonesian society. Society will get influenced easily by the program which is in the television. One of the program in the television that is really easily persuade its audience in advertisement. In order to attract the
audience attention, the advertisers should pack their advertisement attractively one of them is to raise the issues and events that are happening in society. One of the issues that is interesting nowadays is about being use and admitted Indonesian culture by the other country. The messages
about national identity and Indonesian culture are used by the advertiser in making an advertisement so it will attract society one of these advertising is Tolak angin version Agnes Monica and Ari Lasso. Therefore, this researcher is excited to find how the meaning of national
identity in the television advertising.
National identity is a characteristic of the Indonesian nation that differs from other nations.
Indonesia is an archipelago, so that it has various local cultures. Those local cultures are the identity of the region which is united will become a national identity. National identity which owned by Indonesian must be maintained and preserved, one of them is to foster the sense of nationalism in society itself. The sense of nationalism will appear the proud of nation culture so
it will keep maintained and preserved.
This research uses semiotic analysis technique and to observe the national identity meaning by using the method of Charles Sanders Peirce Triangle Meaning. The data’s read and analyzed according to the scene, shot, and its visual than grouped are into the type of signs, whether the icons, index, or symbols through a table. And then the data obtained, read, interpreted, analyzed in qualitative by always watching the meaning’s elements (icon, index, and symbol) that become semiotic device. The Peirce semiotics processes, triadic processes that formed relation between
representamen, objects, and interpretan will be reserved in scheme of triangular meaning. After that, the sign which is found the meaning will be input to the Peirce’s classification meaning table. Based on this thing later on will be described more detail and deeper by seeing at the sign structure and meaning that takes on it.The result of the analysis can be seen that in that advertising is contained national identity which reflect the owned by Indonesian nation. The national identity succeed found are power of society, optimism in achieving something, society spirit, the prosperity of nation, united nations, the simplicity of the people, and the various Indonesian cultures. In that advertising is included the signs which state that this national identity must be maintained and preserved especially by the young generation, with the way of proud and using Indonesian original product. Not all of the meaning which is included one shot is the supportive meaning. Besides finding national identity meaning, also found the contradictive meaning, they are the meaning of prosperities with poverty, and the meaning of a prosperity and happiness with sadness, death, and fear.